Now coming down to this post, 2-3 days back while surfing for some content related to swine in Google, I glanced upon this:

This sponsored ad of Dettol was definitely not there two days back. Surprising to see Dettol using a digital route & that too by banking on swine flu!

Another case of Chance Pe Dance marketing but nevertheless a good initiative! Not only Dettol, there were few others also in the same search screen who were utilizing this buzz word for promotions, like alibaba or ebay doing SEM for swine flu prevention kits. Before this I had not observed Dettol going SEM way in India. The ad title read H1N1 Flu (Swine Flu) & baseline read “Dettol kills 99.9% bacteria & Flu Viruses. Learn more now!” The ad led to Dettol website where there was a section on H1N1 virus & germ protection. Considering the rise in search for swine flu related key words this was definitely an interesting strategy to grab some eyeballs and promote products indirectly. Main route was educative one but the very facts that one need to wash hands frequently or sanitize his environment with a good disinfectant establishes a strong connect with the product proposition and leads to promotion in an implicit way. A smart campaign by Dettol in the right way at the right time and through the right medium, Swine Flu and related keywords are definitely the hot search words these days. Would be interesting to see any coverage for the aftereffect of this campaign both in terms of website hits or actual sales.

Blogging Journey Since Last 15 Years

Blogging Journey Since Last 15 Years

About Me

Dreamer, Doer, Mother, Marketer - that’s how Kanupriya likes to describe herself and the order of these roles keeps on changing for her every hour of the day :-). Entrepreneurial in nature with strong product leadership skills, she has established brands and built products that have been industry differentiators in the Indian market. Digital media is her great passion and she is an active contributor to some of the country’s leading technology and marketing publications.
Kanupriya currently lives in Bangalore with her husband and son. When not working, she loves to spend her time with books, oven or paint-brush.